Spotify has just gone through all your usage to tell you what you listened to most. That was fun, wasn’t it? Spotify knows a lot about you.
World, the platform that proves you are human online anonymously, is reminding people about the level of data they share with online companies in a campaign by adam&eveBerlin, that has launched to coincide with the 10th annual Spotify Wrapped initiative this month.
The campaign, Unwrapped, riffs humorously off the trend for annual round-ups of our personal listening habits by online streaming services like Spotify, Amazon Music and Apple, and lets people know that with World ID (which stores no personal data), they can prove they are a real human while staying anonymous in the digital world.
“They know you streamed All by Myself 64 times this year,” says one ad. “You weren’t as alone as you thought.” Another wonders, “Dear human who listened to Let’s Get It On 4 times on February 14… TMI?”
Unwrapped – A Celebration of Privacy in a Digital World is running in Europe, the US, Mexico, Colombia, Peru, Brazil and Argentina on social platforms including Facebook, Instagram, TikTok and YouTube until the end of the year.
World is the tech startup, contributed to by Tools for Humanity and co-founded by Alex Blania and Sam Altman (CEO of OpenAI). It’s designed to protect privacy and anonymity while proving that you are an actual human in the age of AI.
John Patroulis, CMO at Tools for Humanity, stated, “Unlike platforms that collect and monetise your data, World ID provides anonymity to humans and stores no personal data. It knows nothing about you – only that you’re a real and unique human. In this campaign we have fun with a cultural moment – namely, year-end music wrap-ups -to show how readily we share our personal data online – and how World ID is enabling a new era of the internet, where anonymity and human identity can go go hand in hand.”
Jens Pfau, CCO adam&eveBerlin, added, “We knew that Spotify Wrapped was coming around the corner to tell us again, unsolicited and using our personal data, what our musical year was like. For us, the perfect setup for our client, World, to launch this neat and smart stunt that lets everyone know that World ID doesn’t store any data.”
Credits:
Client: Tools for Humanity [World]
Chief Marketing Officer: John Patroulis
Head of Brand Design: David Trumpf
Senior Manager: Eliza Chiang
Creative Producer: Elitza Daslakova
Motion Designer: Shogo Shimizu
Brand Designer: Rob O’Donnell
Agency: adam&eveBerlin
Chief Creative Officer: Jens Pfau
Creative Director Copy: Christina Rankel
Creative Director Art: Christian Lotz,
Senior Copywriters: Alpan Esen & Leonie Hallet
Senior Art Director: Laura Hess
Senior Strategic Planner: Gillian Orth
Managing Director: Christina Antes
Client Director: Fabian Doerr
Account Manager: Mariana Solis Haro
